The advertisement opens with a youngster lazily telling his family about his salary rise. His quip: “What should he do with it?”. This is where the advertisement confirms the stereotype. His father is shown repairing a grinder/mixer. His mother is cutting onions, and yes, she is weeping.
She tells him, “What is there to think? Top up your SIP. This is the right time." Her son is puzzled. He gives her a puzzled look and says, "I don't understand." His mother gives him an exasperated look clears her voice and says in a very masculine voice (imitating her husband?) "What is there is think. Top up with SIP. It is the right time".
Her son's face breaks into a smile. He smirks and says, "Now I understand." The message appears: Women = Men in financial advice too. Is this supposed to be a pathbreaking Changing Soch advertisement?
The lady is still cutting onions, and she is still weeping. Her husband is still doing manly jobs like repairing mixies. Her motherly advice is ignored. The minute she talks like his father in a masculine voice (like a man), her son immediately responds.
Even the message smacks of male chauvinism. Women = Men. What do you mean by speaking equal to? In a country that worships women, call the country Bharat Mata and revere her as Maa Durga; the ad comes through as regressive and supporting and conforming to age-old stereotypes. Please have a rethink. Franklin Templeton.
In my perspective he didn't thought that his mother will give him a advice about saving money in mutual funds SIP which are usually given by father's.
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